Diary: Who's hot and who's not in the new Media 100 list

What do Facebook, Gordon Ramsay, Russell Brand and AKQA's Ajaz Ahmed have in common?

All of them have earned their place in The Guardian's Media 100, the haphazard study of UK media that apparently judges people on their "cultural economic and political influence".

This year was poor for the ad industry, with four out of the 100 spots going to adlanders. WPP's Sir Martin Sorrell avoided the backdoor, despite falling 20 places to 43, while Mother can post the judges an apple pie, with Robert Saville (73) starring with M&C Saatchi's David Kershaw (59) and Ahmed (93).

But among a list of journos, editors, broadcasters, cooks and pretty much anyone with half a media contract to hand, the faces left out in the cold are more astonishing. Industry darling Johnny Hornby has vanished, and BMB's Trevor Beattie is also last year's news. Similarly, in a world that favours young whippersnappers, it's goodbye to such adland luminaries as Sir Frank Lowe and Nigel Bogle.